content marketing: are you doing it right?

Presented By:Rebecca Lombardo

(if you’re viewing this in SlideShare, the best bits are in the speaker notes)

“Content Marketing: are you doing it right?”

According to a new study by IBM – “Content development will make up the largest portion of the marketing budget (13.3%), followed by traditional advertising (11.5%), the study predicts.”

“Content Marketing: are you doing it right?”

Today we’ll discuss:1. The value and reach of content marketing2. Content types – and the pros, cons and

appropriate format of each3. Aligning your content with the appropriate

outlet4. Integrating content into existing marketing,

communication and content creation workflows

5. Identifying your content marketing strategy – and how to evaluate success.

The value and reach of content marketing

The value of content marketing varies, but can include:• Thought leadership• Increased Find-ability• Build trust / respect• Increased brand retention• Decreased marketing costs

The value and reach of content marketing

The reach of content marketing ranges from

miniscule to mind-blowing:

This video has 325,000 views. Really??



The slow motion version has over 1.7 million views!



172 countries participated in WWF’s Earth Hour.

Content types – the pros, cons and appropriate format of each

Content types – but first, the Day in the Life Profile

What is the best content type for…

Content Types

What is the best content type for…

Aligning your Content with the Appropriate Outlet

Study your audience and your brand. See where there is overlap and create great content to fit that space.

The right content on social media for YOUR audience.

A few myths about social media content:• It’s only seen by 5 fans• It doesn’t get indexed by the

world’s largest search engine• It gets lost in a sea of other

social media posts• It’s not an effective way to

pitch reporters

Indexing vs. Sharability

A few facts about indexing content:• Google loves fresh, helpful

content that is tagged appropriately

• Tagging content on a large scale probably requires software automation

• Title tags (#1 search rank factor) and ALT attributes get crawled

Indexing vs. Sharability

Integrating Content into Existing Workflows

Content Calendars

Design by Committee

Identify your Content Marketing Strategy

Match Content to the Marketing Funnel

• Business Goal > Marketing Objectives > Key Performance Indicators (Mile Markers) > Content Metrics

• Lead Generation – Number of Leads Collected / Total Traffic to Site x 100 = Conversion Rate.

• For Sales – Number of Sales / Number of Visitors x 100 = Conversion Rate.

Match Content to Business Strategies

Found a blog idea that got linked to from other influential websites and brought in leads.

Google Analytics

This blog post has become one of the most highly-viewed pages on our website.

Google Analytics

Google My Business

Match your metric to your objective

Key Takeaways

1. Know why the content is being created.

2. Know who the content is for (Target! No mass appeal!)

3. Know when & where to publish/share the content.

4. Apply the right metrics/goals to the content.

5. Document everything.

“Only compare your metrics to your metrics.”

Thank You

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